Want to dive right into setting up REO details? Head to right to the App Advisor step on negotiated deals
Selling more doesn’t always mean building a bigger sales organization. You can extend your sales reach through channel partners that already know your target customers, understand local markets, and have trusted relationships.
Resale enabled offers (REO) help turn partner relationships into repeatable channel-led sales motions through Microsoft Marketplace. You authorize an eligible channel partner to resell your eligible offer in specific markets. That partner then independently creates a private offer with the customer using your offer without having to involve you in every transaction.
Authorize once. Give your partner a repeatable way to sell. Scale your channel-led growth.
How can REO scale channel-led sales?
REO turns a reseller relationship into a channel-led scale model for your business.
You and your channel partner agree to business and payment terms outside Marketplace. In Partner Center, you connect one offer, one channel partner, and the customer markets you authorize them to sell in on your behalf.
From there, your channel partner can create customer private offers or multiparty private offers (MPOs) using your resale enabled offer and set the customer price.
That can help you:
- Authorize a reseller once to support repeat sales.
- Shift more customer sales execution to channel partners.
- Expand your reach based on the markets your resellers serve.
- Grow without adding equivalent internal sales overhead.
And your authorization doesn’t expire. It remains active until you revoke it.
How can REO help you reach new markets?
Your channel partners contribute more than sales capacity. They can bring customer trust, ecosystem reach, and local and industry expertise.
For example, if you primarily sell in the United States and identify demand in New Zealand, you can find and authorize a partner that has customers there. Instead of relying exclusively on your own team to establish a sales presence in a new market—which can be costly, especially for startups and small software companies—use ecosystem relationships already operating there. REO is now available and supported in New Zealand and many other countries—giving you another path to ecosystem-driven channel-led expansion.
You retain control of the offer and authorization while giving the reseller room to pursue multiple customer opportunities. Instead of rebuilding the sales motion for every deal, you establish the relationship, set the boundaries, and enable repeat execution.
When should you consider REO?
REO is built for repeatable channel-led selling through Marketplace. Not only support for one negotiated deal.
Consider REO when:
- A channel partner plans to pursue multiple customers,
- You want to enter markets where that partner already operates,
- You want channel partners to manage more of the customer sales motion.
Your offer must be publicly transactable and use a supported offer type: SaaS, Dragon Copilot, and Azure virtual machine offers with reservation pricing (VMSR). Review current eligibility and geographic guidance before creating an authorization.
How can you find the right channel partner?
Start with the partners you already know and trust. Evaluate whether they match your growth strategy.
Whether you have trusted partners already or not, you’ll want to identify those that:
- Have experience selling through Microsoft Marketplace,
- Serve the customer segments you want to reach,
- Operate in markets where you want to expand,
- Understand your solution or industry.
If you need a starting point, Microsoft’s authenticated list of MPO-eligible channel partners can help you find Marketplace-capable partners.
Before moving forward, confirm that your prospective REO partner meets Microsoft’s requirements, including enrollment in the Microsoft AI Cloud Partner Program and Microsoft Marketplace and having valid tax and payout profiles.
How is REO different from other negotiated selling options?
The right option depends on who owns the customer relationship and whether the motion is designed for one opportunity or repeat sales.
- Customer private offer: Sell directly to a specific customer with negotiated terms.
- MPO: Collaborate with a channel partner on a specific customer deal.
- CSP (cloud solution provider) private offer: Sell through the Cloud Solution Provider channel.
- REO: Authorize a partner to independently and repeatedly resell your eligible offer on Marketplace.
MPO means collaborating on a deal. REO means enabling a repeatable sales motion.
How can you get started?
You don’t need to sort through every negotiated selling option on your own.
App Advisor provides step-by-step guidance to help you understand customer private offers, MPO, REO, and CSP private offers, then guides you towards the motion that fits how you want to sell.
Use App Advisor to identify the Marketplace motion and take your next best action to co-sell at scale through the partner ecosystem: